Too Good To Go Introduces 'Look-Smell-Taste' Initiative to Reduce Food Waste in Canada

Almost half of food waste in Canada occurs at the household level. Addressing this issue, Too Good To Go has launched the 'Look-Smell-Taste' initiative. This new-to-Canada program involves a coalition of international food brands, encouraging consumers to trust their senses before discarding food that may still be good to eat past its Best Before date.

Andrea Li, Country Director of Too Good To Go Canada, explains that the label "inspires and reminds consumers" that food could still be edible despite its date. Research by Too Good To Go and Léger shows that 92% of Canadians check dates on food but 40% discard items at least once a week simply due to the Best Before date.

The initiative, active in 13 European countries, aims to educate Canadians on making informed decisions to reduce food waste. Major brands like Dr. Oetker, Bel Group, and Barry Callebaut have already joined.

Dr. Sylvain Charlebois from Dalhousie University emphasizes that Best Before does not mean "bad after." The Look-Smell-Taste label encourages consumers to use their senses to judge food quality. All interested food businesses are invited to join the initiative.